The Cadent Advanced TV Platform will provide Liberty Global with an open advanced advertising framework capable of supporting multiple workflows from broadcasters and content providers.

Cadent’s cloud-based platform allows Liberty Global to deliver different targeted ads to households during the same programme on behalf of broadcasters and content providers. The platform is designed to improve ad relevance and improve "executional efficiency" according to Cadent.

Virgin Media in the UK will be the first of Liberty Global's subsidiaries to employ the platform.

John Paul, managing director of Advanced Advertising and Data for Liberty Global, said: “Liberty Global is focused on enabling advertising experiences that improve outcomes for both our content partners and customers. Not only does addressable TV enable today’s national brand advertisers to reach target audiences more effectively, it also enables first-time or more regionally focused businesses to benefit from TV in ways never before possible.”